Parisian history inspires rebrand for Courvoisier Cognac

By Nigel Huddleston

Published: 24 June, 2015

Beam Suntory has rebranded the Courvoisier Cognac range with a look inspired by its links with fin de siecle Paris.

The theme will also be taken up in a new global campaign for the brand, details of which are yet to be revealed,

The new packaging will be phased in from September, starting with 70cl and 1-litre bottles of VS, VSOP and XO. Other bottle sizes will follow early next year.

The design includes a pattern inspired by Parisian architecture of the time, becoming more intricate for older Cognacs in the range.

Beam Suntory Cognac director Cognac Jeanette Edwards said Courvoisier - the market leader in the category in the UK - had "rediscovered its soul".

She added: "Courvoisier has always been proud of its deep Parisian heritage.

"Our new packaging highlights our modern approach to luxury and the attention to detail and the sophisticated look of the design reflect the quality of our Cognac.

"Now that we have transformed our brand, we are set on transforming the Cognac category and innovating far in the future."

Chris Anderson, Maxxium UK's marketing controller for luxury brands, said: "Courvoisier is set to reinvigorate the category with a brand new look that embodies this storied Cognac."

Courvoisier XO was served at the opening of the Eiffel Tower in 1889.

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